In 2024, AMV BBDO was named the winner of Channel 4’s Diversity in Advertising Award for its Currys campaign proposal responding to the brief ‘Inclusive by Design’.

The agency’s award-winning concept, now revealed in the newly launched 60-second spot, takes audiences through the various products stocked by Currys that come with accessibility features. So far, so typical – until customers breathe a sigh of relief so powerful they whip up a dramatic storm in-store.

It’s part of the campaign’s light-hearted approach to underlining the frustrations that people with accessibility needs face, which are delivered with a humorous twist. “That comes through most clearly, perhaps, with our comedy duo (the audio describer and BSL interpreter), who are embedded within the story,” explain AMV BBDO creatives Lauren Peters and Augustine Cerf, who came up with the ad.

The ad was directed by Greg Bell and created in consultation with the Royal National Institute for Deaf People (RNID), the Royal National Institute of Blind People (RNIB), and Open Inclusion.

“We were definitely encouraged to think about the everyday tech challenges facing these communities, and we hope it encourages others to do the same because, ultimately, ads that are accessible to people with sight loss and people with hearing loss are better for everyone,” Peters and Cerf explain.

“This advert’s power lies in its authentic portrayal of disabled shoppers, shaped by creative capability informed throughout with invaluable insights from a range of people with sight and hearing loss and dedicated co-creators,” Christine Hemphill, MD at Open Inclusion, said of the work. “It underscores the value of more inclusive customer service and product fit.”

Credits:
Agency: AMV BBDO
CCOs: Nicholas Hulley, Nadja Lossgott
Creative Directors: Jez Tribe, Dave Westland
Creatives: Lauren Peters, Augustine Cerf
Production Company: Omnicom Production
Director: Greg Bell at Nice Shirt
Post-production Company: Magic Numbers
Sound and Audio Post-production Company: Wave Studios